NEAR REAL TIME ANALYTICS

Techniques for performing near real-time analytics are provided. In one technique, different client devices generate different sets of events pertaining to the same or different media item. Events generated by one client device are assigned to one process (or machine) while events generated by another client device are assigned to a different process (or machine). Each process aggregates events assigned to it based on a time window to generate an aggregated event. The aggregated events are stored in persistent storage. In response to a request for a report that is associated with a media item, one or more of the aggregated events are retrieved from persistent storage and report data is generated based on the aggregated events. The report data is sent to the requestor for visual presentation.